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Julianne Moore Takes a Step into Tech With New Children's App
[May 30, 2013]

Julianne Moore Takes a Step into Tech With New Children's App

New York, NY, May 30, 2013 ( via COMTEX) -- Academy Award nominated actress and children's book author Julianne Moore has taken her best-selling characters mobile with the release of a new iOS app, Freckleface Strawberry's Monster Maker Game. Moore teamed with Nymbly Founder and Fueled ( Strategist Andrew McLeod to create the interactive kid's application. Fueled is a premier iPhone app design house with offices in London and NYC.

This foray into the mobile space was conceptualized after the actress's observation that children who grew up enjoying Freckleface Strawberry are now members of the digital community. Her desire to introduce the beloved character to a new audience, in addition to wanting to reach established fans in a new way, made the decision an easy one.

The intuitive and colorful app features the ability to generate a personal monster, a character that has become a fan favorite in the Strawberry series. Users can create their monster friend using a plethora of customizable options, including everything from scaly or furry bodies to multiple eyeballs. Once complete, the users' creations can be shared with friends and family.

"Julianne made it clear that she did not want a mindless game," said McLeod. "Simply consuming content isn't enough, which is why the interaction is such an integral feature. We want kids to have an experience with the app." In order to take the interaction even further, Freckleface was animated and given a voice for the first time in the franchise's history. The titular character, voiced by Moore's daughter, offers advice and encouragement throughout the companion building process. She even asks if you, like her, have freckles.

"She is a phenomenal client," McLeod said of Moore. "Julie knew what she did and didn't want and even though she is, understandably, very protective of the character, she was always open to new ideas." Though this is the first digital endeavor for the series, it certainly sounds as though it will not be the last. McLeod mentioned that the pair have ideas for additional apps, and Moore has expressed interest in creating a Freckleface Strawberry television or web series.

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